Filming with your phone can win you more jobs

Marketing is one of the best tools for achieving your business goals. And because construction is such a visual enterprise, video marketing is one of the most effective tactics. So we asked Jordan Schooley, director of sales for Nover Marketing (which works exclusively in the AEC sector), to debunk misconceptions, share mistakes to avoid and offer insights on making marketing work for you. 

—Interview by Margot Lester, edited by Bianca Prieto

Why should contractors start or boost video marketing?

If you are a general contractor, your biggest challenge is not capability, it’s differentiation. Storytelling is one of the most effective ways to separate yourself from competitors who offer similar services. Video allows your brand to communicate what it feels like to work with you and what the finished product looks like before a prospect ever picks up the phone. 

When done well, it creates stronger brand awareness and positions you as the clear choice. That awareness compounds over time and ultimately turns into leads or closed-won business, even if it is not immediate. 

What’s a common perception you'd like to correct?

Contractors assume video requires large crews, expensive equipment and complex editing. In reality, an iPhone with a great camera, a simple microphone and easy-to-use editing tools is more than enough to create effective video content that resonates with your audience. 

With the widespread use of smartphones, audiences are now accustomed to real, imperfect content. Quick clips, jump cuts and in-the-moment filming are normal. That kind of authenticity often performs better on social platforms because it feels genuine.

Any frequent mistakes we should avoid?

The first and most common mistake is not starting at all. The goal should not be perfection—the goal should be volume. Marketing works best when it’s consistent and ongoing. With repetition comes improvement, and over time, you…learn what your audience does and does not respond to. 

If you want content that performs well or has the potential to go viral, you need to format it with visual, verbal and written hooks. Audiences scroll quickly. Your video needs on-screen text, spoken context and something visually compelling happening within the first two seconds. That structure is what earns attention and keeps people watching. 

Consistent video content on multiple platforms helps strengthen your overall digital presence, supports brand authority and complements your search engine optimization strategy over time.

While Google is still dominant, people are increasingly finding companies through platforms like YouTube, social media and AI-assisted search tools. AI systems build an understanding of your brand based on where and how it appears across the internet. 

When does it make sense to work with an agency?

It makes sense to bring in an agency when you don’t have the resources or expertise to execute consistently. If you can focus on capturing footage and hand it off to an agency that knows how to edit, publish and optimize it, your life becomes significantly easier.

It also makes sense when you want to move beyond basic content and into real storytelling. Higher-performing content requires planning, structure, scripting and strategy. An experienced agency can guide you through that process and help you create content that aligns with your business goals.

What else should construction contractors know about marketing?

Every business should be investing in marketing, even at a minimum level. A good benchmark is at least five percent of revenue. Marketing takes time to produce results, which is exactly why it cannot be ignored when things get tight. By then, it’s often too late.

Marketing does more than generate new business. It strengthens relationships with existing clients, reinforces trust and supports recruitment efforts—in many cases, labor shortages are not just a staffing issue but a visibility issue. When done correctly, marketing supports growth, stability and long-term resilience, even during slower or more challenging periods.

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The Level is curated and written by Margot Lester and edited by Bianca Prieto.